The new M0.0NSHOT, claimed to be the first net zero carbon shoe in the world, will be on display at Allbirds' "carbon concept store" at Selfridges in London.

The B Corp footwear brand has opened a 98 square meter pop-up store in Selfridges' Wonder Room and an Oxford Street location that will focus on carbon reduction. The space also “serves as a signal to other fashion businesses to join Allbirds to make carbon accountability the norm, because ultimately, everything with a price tag comes at a cost to the planet,” according to the company.

According to the statement, "Allbirds spotted an opportunity to contextualize carbon and make it more tangible for consumers" by "using Selfridges as a platform, renowned for its environmental commitments."

A large, black sphere that looks like 1 kilogram of CO2 dominates the pop-up's center to emphasize the point. A row of shoes with miniature spheres "representing their respective carbon emissions" appears next to it. Along with highlighting the brand's own climate milestones, the company believes that such "playful visual cues" aid in communicating "the impact that carbon has in the fashion industry and how progress is achievable."

In the meantime, the pop-up's M0.0NSHOT prototype is said to be the company's "biggest innovation breakthrough to date," boasting a landmark carbon footprint of 0.0 kg CO2e. “Will give shoppers a glimpse of what the future of fashion might look like, as the shoe has been completely reimagined with a carbon-first approach,” the high-top is encased in carbon-negative, regenerative wool.

Regarding the store itself, it makes use of low-carbon, circular, and locally sourced materials like plywood that has been certified by the FSC, recycled wool, recycled bouclé, and Allbirds' Plant Leather. Additionally, plant-based materials are utilized in the production of those carbon-like 3D-printed balls.

The products Project Earth-certified bestsellers, the Runner and Dasher, are available, and its newest silhouette, the Courier, will only be available at Selfridges. It is "Allbirds' take on a utilitarian, retro-inspired style." It is made with organic cotton canvas, ZQ-certified merino wool, the best ethical wool in the world, and the brand's eucalyptus tree fiber material.